Direct mail marketing

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  • Publicado : 9 de septiembre de 2010
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Direct mail marketing

Direct mail is a common form of direct marketing, and may be employed by for-profit businesses, charities and other non-profits, political campaigns, and other organizations. Advertisers often refine direct mail practices into targeted mailing, in which mail is sent out following database analysis to select recipients considered most likely to respond positively. Forexample a person who has demonstrated an interest in golf may receive direct mail for golf related products or perhaps for goods and services that are appropriate for golfers. This use of database analysis is a type of database marketing. Alternatively, unaddressed direct mail may be sent on a neighbourhood-by-neighbourhood basis. Whether at the individual or neighbourhood level, direct mail marketingallows recipients to be targeted, attempting to match the demographic profile of the recipients to one most closely matching that of likely customers. Individually targeted direct mail may be tailored based on previous transactions and gathered data. For example, all male recipients of an offer may receive a personalized package with a man’s picture on the cover, while all female recipientsreceive a picture of a woman.

TRADUCCION

La publicidad por correo es un formulario común de mercadeo directo, y puede emplearse por los negocios del para-ganancia, caridades y otros non-ganancia, campañas políticas, y otras organizaciones. Anunciantes refinan a menudo las prácticas de publicidad por correo en target mandar por correo en que el correo se envía fuera el análisis de la base de datossiguiente para seleccionar a los destinatarios consideró responder positivamente el más probablemente. Por ejemplo una persona que ha demostrado un interés en el golf puede recibir la publicidad por correo para el golf relacionado de los productos o quizás para bienes y servicios que son apropiado para los jugadores de golf. Este uso de análisis de la base de datos es un tipo de base de datoscomercializar. Alternativamente, la publicidad por correo sin dirección puede enviarse en una base del barrio-por-barrio. Si al individuo o nivel del barrio, la publicidad por correo comercializando les permite a los destinatarios ser el target, mientras intentando coincidir el perfil demográfico de los destinatarios a uno coincidiendo eso el más estrechamente de clientes probables. Individualmentela publicidad por correo del target puede entallarse basado en las transacciones anteriores y los datos recogidos. Por ejemplo, todos los destinatarios masculinos de una oferta pueden recibir un paquete personalizado con el cuadro de un hombre en la tapa, mientras todos los destinatarios hembras reciben un cuadro de una mujer.

Direct marketing media

is a recent component of organizations'integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Integrated marketing communications coordinates the elements of the promotional mix—advertising, personal selling, public relations, publicity, direct marketing, and sales promotion—to produce a customer focused message.[1] In the traditionalmarketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms, and public relations firms.[2] However, the growth of social media has impacted the way organizations communicate with their customers. In the emergence of Web 2.0, the internet provides a setof tools that allow people to build social and business connections, share information and collaborate on projects online.
Social media marketing programs usually center on efforts to create content that attracts attention, generates online conversations, and encourages readers to share it with their social networks. The message spreads from user to user and presumably resonates because it is...
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